- Optimum Nutrition, a global leader in sports nutrition for over 35 years, is poised to accelerate its growth and impact in the Middle East, Turkey and Africa, supporting government fitness goals and joining forces with their strategic initiatives.
- The global leadership team is expected to visit the region in November and launch this new phase of growth, highlighting the growing importance of the region to the brand.
- Playing a key role in sporting events such as the Dubai Fitness Challenge, Dubai Active Show and Tough Mudder, the brand also aims to become the benchmark for sports nutrition in the region, raising awareness about nutrition, health and sport and to help everyone “unlock” more potential in themselves.
Dubai, United Arab Emirates: Optimum Nutrition, the undisputed #1 global sports nutrition brand and part of Glanbia Performance Nutrition, today unveiled its new roadmap for the Middle East, Turkey and Africa (META). A preferred and trusted sports nutrition brand in the region, Optimum Nutrition is expanding its presence by raising awareness about holistic fitness, partnering with government-led initiatives and rallying sporting communities with expert and authentic advice.
The benchmark in protein and sports nutrition supplements for over 35 years worldwide, Optimum Nutrition has touched the lives of many renowned athletes and fitness enthusiasts. Its goal-based product line addresses various fitness goals, such as building muscle mass or gaining muscle mass, optimizing sports performance, and achieving overall physical and mental well-being . Ahmed Hegazy, an Egyptian and Saudi footballer, is among Optimum Nutrition’s valued advocates in the Middle East, Turkey and Africa.
Commenting on the road ahead for Optimum Nutrition, Satyavrat Pendharkar, Regional Vice President – Greater China, South Asia and META, Glanbia Performance Nutrition, said: “A holistic sports and fitness culture is taking shape in the region, catalyzed by the continued efforts of governments. initiatives and advocacy. As someone ideally placed to contribute to the sporting momentum, with global reach, decades of experience and deep regional knowledge, Optimum Nutrition aims to share vital knowledge on physical and mental health, support and participate to government initiatives and helping not only athletes but each individual unlock more potential within themselves.
A testament to Optimum Nutrition’s commitment to the regional sporting cause is its participation in the Dubai Fitness Challenge (30×30), Dubai Active Show and Tough Mudder UAE & KSA. Global executives from parent entity Glanbia are expected to attend the Dubai Active Show on November 20, clearly demonstrating the company’s growing interest in the region, and launching the next phase of expansion here. Optimum Nutrition is hosting awareness boot camps led by iconic fitness superstars Giovanni Garaba, Asal Nemati and Eryc Ortiz at the Dubai Active Show, paving the way for its next growth cycle across the Middle East, Turkey and Africa.
Optimum Nutrition’s determination and commitment to quality is illustrated by the verifiable fact that it rejects more raw “whey” – the most commonly used protein ingredient – than most brands sell as the final product .
Glanbia Performance Nutrition is the #1 sports nutrition company in the world. The Ipsos Brand Health Tracking Study rated Optimum Nutrition’s awareness and consideration in the UAE at 95% and 85%, respectively, unprecedented figures in the region. The brand now seeks to use its expertise and leadership position to give back, engage and connect with the local sports and fitness communities, leading a fitness movement in the region.
“Optimum Nutrition’s undisputed global pedigree in sports nutrition will immensely benefit the regional sports and fitness community. Growing “conscious consumerism” at META has created an appetite for sports nutrition produced through environmentally friendly processes, quality raw materials and state-of-the-art facilities. These are the time-honored characteristics of Optimum Nutrition,” asserted Karim Gabriel, Head of Marketing and New Ventures – META, Glanbia Performance Nutrition. The regional focus of a global brand of Optimum Nutrition’s caliber portends greater sporting glory in the future, building on the UAE’s biggest-ever medal haul at the recent Asian Games.
About Optimal Nutrition
Optimum Nutrition is the world’s #1 sports nutrition brand and a subsidiary of Glanbia Performance Nutrition, a company present in more than 100 markets worldwide. Optimum Nutrition has been powering healing for over 35 years, inspiring people around the world to achieve their performance and healthy lifestyle goals. Glanbia branded products appeal to customers and athletes with diverse fitness aspirations. In recent years, Glanbia has responded to growing health-conscious consumerism with plant-based proteins and convenient online shopping channels. Supported by technology, the parent company and its subsidiaries are continually transforming to increase efficiency and meet the growing demand for high-quality sports nutrition while leading the industry’s sustainable transition.
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